Role of environmentalism in the development of green purchase intentions: A moderating role of green product knowledge

Environmentalism has become not only a significant policy issue but also a crucial topic in marketing research. Environmental consciousness is now considered as a fundamental requirement to prevent further damage to the environment. Efforts have been made to improve the consumers understanding about the environmental consequences of their consumption patterns. This study develops a conceptual model of green purchase behaviour to determine the effects of environmentalism, advertisement message credibility and green perceived value on the consumers' green purchase intentions with green product knowledge as a moderator. The convenience sampling technique with cross-sectional research design was used to select the sample. Data were collected using survey, and a total of 368 valid questionnaires were used for further analysis. The results from the structural analysis using Smart-PLS depict that environmentalism significantly influences the ad message credibility and green perceived value, and these constructs significantly affect the green purchase intentions. Furthermore, the green product knowledge moderates the relationship between environmentalism, ad message credibility and green perceived value. Overall, the findings of this study extend the theoretical basis of green purchase intentions by empirically testing the proposed model and provides the limitations and further research directions. © 2020 WITPress. All rights reserved.